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Friday, 2 October 2009

Media coverage touting Evisu's first collection designed by their new CEO and creative director Scott Morrison has been hard to miss. Looking back to the pre-WWII selvedge Levi's and Hidehiko Yamane's obsession with them that originally inspired him to found the brand in 1991, the widely-circulated story is the good ol' brand heritage angle—one that boils down to Morrison's return to a less embellished but still highly stylized look.

In efforts to regain the market that ditched Evisu when it, "got overly colorful, got cartoonish, [and] started showing up in Hype Williams music videos," as Men.style.com put it, Morrison refines the cuts of the original Evisus and introduces meticulous distressing for a perfectly worn-in look that involves days of hand finishing including using vaseline and baking them in ovens, among other techniques. When asked about the inherent irony in the of-the-moment pre-distressed look, Morrison replies, "It's a double edged sword because in an ideal world, I'd love to just offer Henry Ford models to everyone, so you can get raw [denim] or fuck off. But at the same time I know it's not going to work. You're trying to do both things."

Read the rest of Ami Kealoha interview with Scott Morrison at Cool Hunting.